Kevin Lane Keller is an authority on branding, communications, and marketing management. Professor Keller conducts research on how theories and concepts related to consumer psychology can improve marketing strategies and build stronger brands. His industry expertise spans automobiles, consumer finance, consumer products, entertainment and celebrities, professional services, and technology and digital platforms, among others.
Expert witness testimony on branding, consumer behavior, and marketing strategies
As an expert witness, Professor Keller has testified in depositions and at trial in consumer class actions, and in numerous matters involving defamation claims, alleged exclusionary practices, claims of brand damages or diminishment, and trade secrets.
Professor Keller analyzed branding, retail strategy, and customer segmentation issues in a $50 million breach of contract litigation, resulting in a unanimous jury verdict for ASICS, the defendant. His experience includes brand valuation and damages analysis in an International Chamber of Commerce (ICC) arbitration between Andersen Consulting and Arthur Andersen/Andersen Worldwide.
He rebutted consumer surveys in In re General Motors LLC Ignition Switch Litigation, in which the judge granted General Motors’ motion for summary judgment. He has also provided testimony in a consumer class action related to alleged automobile safety defects.
Brand consulting for companies and institutions
Professor Keller has consulted for many top brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, L.L. Bean, Mayo Clinic, Nike, Procter & Gamble, and Samsung.
Marketing research, publications, and textbooks
An academic pioneer with over 140 published papers and over 350,000 Google Scholar citations, Professor Keller is one of the most highly accomplished of all marketing academics worldwide. He has received numerous awards for his scholarly contributions.
Leading business schools have adopted Professor Keller’s market-leading textbook, Strategic Brand Management. He is also coauthor, with Philip Kotler, of the all-time bestselling introductory M.B.A. marketing textbook, Marketing Management.
Academic appointments and speaking engagements
In his more than two decades at Tuck, Professor Keller taught courses in marketing management, strategic brand management, and integrated marketing communications. Previously, he served for nearly a decade on the faculty at Stanford Graduate School of Business.
Professor Keller has also held faculty positions at the University of North Carolina at Chapel Hill and the University of California, Berkeley, as well as visiting appointments at Duke University and the Australian Graduate School of Management.
A popular and highly sought-after speaker, Professor Keller has made keynote speeches and conducted workshops with top executives at over 150 conferences, conventions, seminars, and symposiums all over the world.